YP CEO: We Were 'Mobile First' Before It Was Cool

David Krantz took the reins as YP CEO in 2012, when the listings directory spun away from AT&T Interactive, which was his former employer and the brand's former parent. Since then, he's been busy pushing what consumers for more than 125 years called the Yellow Pages—which rebranded to its snappier two-letter moniker in 2010—forward into the digital era. Krantz chatted with Adweek about how YP can remain relevant in a world where consumers routinely go to competitors such as Google, Yelp, Foursquare, Yahoo, Zagat, etc. to find local businesses. The exec is adamant about his publishing company's mobile ads prowess, conceding little to such digital powerhouses. And why should he? YP only trailed Facebook last year when it came to mobile ad revenue. Here are excerpts from the conversation. Your company has signed agreements with Yahoo, Yelp and, most recently, Google, so now it can offer ad packages involving their digital properties in addition to YP's. So what is your modern pitch to small businesses? Our business is being a marketing services company and an ad agency for small businesses. We are a one-stop shop that provides them with all of their needs from websites to data management to video ads to ads on our sites to across our networks. We let small businesses do what they need to do, such as fix a roof, while we manage their advertising for them. YP says its audience is 50 percent mobile. As people increasingly use smartphones instead of phone books, do you... Continue reading at 'AdWeek'

[ AdWeek | 2014-07-04 00:00:00 UTC ]
News tagged with: #ad agency #one-stop shop #remain competitive #real time

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[ Digiday | 2016-08-09 00:00:00 UTC ]
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[ Publishing Perspectives | 2016-08-08 00:00:00 UTC ]
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[ The Bookseller | 2016-08-03 00:00:00 UTC ]
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[ PC World | 2016-08-03 00:00:00 UTC ]
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[ Advertising Age | 2016-08-02 00:00:00 UTC ]
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[ Publishers Weekly | 2016-07-28 00:00:00 UTC ]
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[ Folio Magazine | 2016-06-21 00:00:00 UTC ]
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[ AdWeek | 2016-06-16 00:00:00 UTC ]
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